Billabong is a well know  Australian  sports label , its a popular brand among surfers, skateboarders and snowboarders, and Sony Ericsson has teamed up with the firm in order to reach out to the extreme sports market. It isn’t Sony Ericsson’s first time partnering with a clothing label, it teamed with Dolce & Gabbana in 2009.

The pair have partnered for the Xperia active Billabong Edition smartphone, which has features including a durable scratch-resistant body, dustproof, and water resistance enabling wet finger tracking.


Sources from Sony Ericsson state :

“Billabong brings a new, enthusiastic and engaging audience who are early technology adopters and influencers in the areas of sports and technology. This partnership is a perfect fit with our brand and the Xperia TM range of smart phones.”

The company believe’s the device will appeal to consumers who are tech-savvy with interests including music, photography and social networking in addition to the extreme sports and it’s for these reasons that Billabong is confident with this venture.


According to Scott Wallace, Billabong’s international VP of strategic partnerships & new media, said:

“We’re working on some exciting apps and accessories that should add to the user’s experience. The first to benefit will be the athletes at our major international events who will be testing the XperiaTM active device in conditions as diverse as the snowfields in Austria, surfing the big waves of Tahiti and even skateboarding in Singapore.”

The Xperia active Billabong Edition will feature Billabong screenscavers, videos and a Billabong LIVE app, that lets users watch Billabong Pro contests straight from their Android devices.while sister device the Xperia Play will feature an exclusive Billabong Surf Trip game.